What is Thematic Network

The aim of this paper is to review empirical and theoretical academic research about Private Label products (PLs) and to suggest directions for future research. The review focuses on the period of greatest scientific output (2000-2014) and consults all the international publications on marketing ranked by the Academic Journal Quality Guide. This work has yielded a large selection of articles (270) on PL. The paper's summary of PL research permit a better understanding of the nature of PL and suggests themes for future research. Emerging areas of research were found to be: consumer perceptions of PL and their related behaviour; price and price promotion; channel relationships and quality; with innovation, segmentation and shelf space the least frequently studied. Most studies used analysed consumer data to focus on the grocery sector data. Finally, the study identifies gaps (such as the lack of focus on private label services) and suggests directions for future PL research.